This guest article is written by e-Miles President Mark Drusch.
For companies operating in an environment where trends last for weeks and mobile applications come and go, it's increasingly difficult to learn what customers on the ground are thinking about products. One method to capture this sentiment is through a review of customer engagement.
A crucial step in effectively using consumer engagement is to first utilize the right advertising channel. Older models of advertising that contend you need to spend 100 percent of a budget and only 50 percent of it will be effective should no longer be acceptable. Advertisers need to demand better of their channels and agencies to deliver higher ROIs. It's a very reasonable request given the technology tools available today and the ability to quickly obtain real insights back from the consumer.